Your BrandScript Title

A CHARACTER
WHAT DO THEY WANT?
What do your customers want as it relates to your product or service?

HAS A PROBLEM
VILLAIN
Is there a root cause of your customers' problems? Can you personify this root cause as a villain? What is the villain
in your customers' story?

EXTERNAL
What is a problem your customers deal with as it relates to your product or service?

INTERNAL
How is this villain making your customers feel?

PHILOSOPHICAL
Why is it "just plain wrong" for your customers to be burdened by this problem?

AND MEETS A GUIDE

EMPATHY
What brief statement can you make that expresses empathy and understanding?

AUTHORITY
How can you demonstrate competency in solving your customer's problem?

WHO GIVES THEM A PLAN

PROCESS
Are there 3 or 4 steps your customers can take that would lead them to a sale or explain how they would use your
product after the sale?

AGREEMENT
List the agreements you can make with your customers to alleviate their fears of doing business with you.
AND CALLS THEM TO ACTION
DIRECT
What is your direct call to action?

TRANSITIONAL
What transitional calls to action will your use to on-ramp customers?

THAT ENDS IN A SUCCESS

List the positive changes your customers will experience if they use your product or service.

THAT HELPS THEM AVOID FAILURE

List the negative consequences your customers will experience if they don't use your product or service.

CHARACRTER TRANSFORMATION
FROM
How was your customer feeling about themselves before they used your product or service?

TO
Who will your customer become after they use your product or service? What is their aspirational identity?